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Emotion plays a key role in contagion from "summary" of Contagious by Jonah Berger
Emotions are contagious. When we see someone laughing, we can't help but smile. When we witness someone crying, we may feel a lump in our throat. Emotions have a way of spreading from person to person, like a virus that infects our thoughts and behaviors. This emotional contagion is a powerful force in driving word of mouth. When we feel strong emotions, we are more likely to share our experiences with others. Excitement, anger, awe - these emotions are like wildfire, spreading rapidly through social networks and sparking conversations. But not all emotions are created equal when it comes to contagion. High arousal emotions, like awe or anger, are more likely to be shared than low arousal emotions, like contentment or sadness. This is because high arousal emotions are more intense and impactful, making them stand out in our minds and driving us to share them with others. Emotions also play a key role in shaping the content that goes viral. Stories that evoke strong emotions are more likely to be shared and remembered. When we feel something deeply, we are compelled to pass it on, like a chain reaction that spreads from person to person. By understanding the power of emotions in contagion, we can create content that resonates with our audience and drives word of mouth. Emotions are the key to unlocking the viral potential of our ideas, making them unforgettable and irresistible to share.
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